The Rebirth of Football Shirt Culture
The recent 2024 Euros tournament, which took place throughout June and July, saw a mass surge in football support and an unexpected revival of football shirts as fashion statements. The trending combination of casual wear and sports clothing, 'athleisure', has been displayed by celebrities walking down the street, in fashion shoots, and even in the infamously glamorous New York Balenciaga Show. Is this just a trend egged on by the mania of the Euros, or are football shirts here to stay?
Pop Star Rita Ora posing in the Genoa 130th Anniversary Jersey: Via Instagram/ritaora
There was a time in the not-too-distant past when anyone wearing a football shirt in public was assumed to be a diehard football fan, probably not too concerned with fashion or style. After all, these shirts are designed to be worn for 90 minutes on a football pitch, with sweat-wicking, breathable material to mitigate the effects of such a physically-intensive sport. So, how do we jump from this longstanding viewpoint to Kim Kardashian wearing a 1997-98 Roma Home Shirt while walking through the streets of Los Angeles? Perhaps not surprisingly, it is celebrities who have made this such a hot trend to follow.
Kim Kardashian in a retro 1997/98 Roma Home Shirt: Via Bellocqimages
‘Blokecore’
The uplift in football jerseys has been produced by celebrities who are blurring the lines between sportswear and fashion. 'Blokecore', blending everyday attire with a football aesthetic, is pushing the boundaries of fashion, creating an unexpected link between the stadium and the streets. The trend can be dated back to the 1970s and 80s when celebrities began to combine football shirts with more stylish, designer clothing, all the while upholding the retro essence of the growing trend. And now it has developed into a social media movement in full swing, far from the humble origins of baggy Levi's 501s and Adidas trainers.
Mike Tyson wearing a 1998 Scotland Home Shirt: Via News Group Newspapers
Who Else Has Caught on to the Trend?
This sudden uplift in the movement is largely down to celebrity influence, creating an emerging global wave of fashion. When Drake posted himself in a pastel pink Juventus jersey in 2017 (pictured below), the impact was astronomical. The value of the shirt itself rose by around 300%, all because of a single Instagram post. The trend has been growing steadily since, especially in connection with luxury fashion brands. Designers such as Gucci and Balenciaga have collaborated with the top sporting brands to create athleisure clothing suitable for everyday living. Blokecore outfits have turned up at fashion shows on runways, ever increasing the respectability of football apparel in ordinary usage.
Even football clubs themselves have cottoned on to the trend. Clubs have been releasing dedicated lifestyle merchandise for a few years now. These initiatives strike the perfect balance between the essence of athleisure culture, without customers being restricted to only exercise-designed matchday shirts. Last year, Crystal Palace became the first Premier League club to hire a creative director dedicated to exposing these football clubs to mainstream media. Weaving football shirt culture into a football club’s personality and a celebrity’s wardrobe means this is not just a sweeping trend. These fashion statements are swiftly becoming a core element of any streetwear wardrobe, adding contemporary style to a classic, nostalgic look.
Drake wearing the 2015-16 Juventus Away Shirt: Via Instagram/champagnepapi
It’s Just a Man Thing, Right?
The most refreshing aspect of this trend is its gender neutrality. One would assume the male population is causing all this commotion. But don’t be deceived, it is not just blokes pushing the trend. Female celebrities in particular have been seen donning unexpectedly unique jerseys across the world. Dua Lipa took the internet by storm a few months ago by posing in a vintage replica shirt to promote her new single, 'Training Season'. Bella Hadid teamed up with Balenciaga to model a 1998-inspired Man United shirt. And even Sabrina Carpenter took to the stage at Capital’s Summertime Ball rocking an England shirt over her sequined Versace dress.
Sabrina Carpenter wearing the England Home Shirt whilst performing at Capital’s Summertime Ball: Global/Shutterstock
This increase in female uptake reflects wider societal changes in women’s relationships with football. Particularly in the UK, the Lionesses made a huge impact in bringing this part of the sport to a whole new audience. The Lionesses won the Euros for England in 2022, contributing to twice as many female football teams being registered in the UK compared to seven years ago. This 'blokecore'/football shirt culture is thus swiftly becoming a universal style of streetwear for all fashion enthusiasts. The unique blends of art, colors, and styles seen in each and every shirt is a testament to the versatility and individuality offered by these pieces.
